Essays

Tag Archives | relationships

Just realized that I never shared with you an article that was commissioned for, and published in the March 2013 issue of Wired (physical) magazine. Language encodes our thinking. To write a new future, we need to use a new language. Let’s stop focusing on the overly narrow term “social media”. Let’s simply be social. More

During my first marriage, I thought the goal was to stay married. In jobs, I thought the goal was to get promoted to the next big title/level/responsibility. When I used to seriously run, I thought it was all about completing a marathon. This lens on life caused a vise-like grip onto certain outcomes. The wrong More

“What do you do?” When I was starting a consulting company called Rubicon back in 1999, my nephew wanted to know what I did for a living. Having just finished running a division of a company where I was responsible for setting and delivering on a specific measurable result, I noticed I was having a More

As companies see increasing value in social media campaigns, it is becoming apparent that the transactional-centric models currently used for tracking and measuring marketing campaigns are not up to the social media challenge. With social media campaigns often focused on brand building and driving engagement, the tools used to measure the impact on sales and brand are ill-suited to accurately measuring the full impact and value of social media campaigns.
The buying or sales funnel that has served marketers well for many years no longer works in an environment now centered on two-way and unstructured communications. A new framework developed at Rubicon Consulting, Inc., building on ideas originally conceived by Harry Max, offers the relationship-centric LOVE model as a replacement–and enhancement–for the transaction-based buying funnel.